Taking targeted advertising to the next level, Pepsi and Walgreens both launched tech-forward campaigns tailored to individual consumers in physical locations

Today's leading retailers are taking the latest and previously online-only targeted advertisement into stores and other offline environments, thanks to AI-enabled recognition technologies. These advancements are allowing leaders like Pepsi and Walgreens to pinpoint and deliver the most relevant ads to specific consumers near a physical point-of-purchase, ultimately closing the digital-physical loop and providing the dynamic, tailored experiences consumers have come to expect.

Pepsi
Pepsi's Netherlands branch modernized its Pepsi Challenge blind taste test campaign with a two-part, tech-forward update. The first part of the campaign involved blind taste tests stationed across the country, inviting tasters and using mobile beacon technology to create an ID for each user.

The second part of the campaign re-targets the tasters with screen ads in six malls and supermarkets. When the tasters walk into the mall, their beacon-enabled IDs will trigger the mall's entire network of screens to play the Pepsi ads. Because of this, Pepsi also only paid for the media space when the ads played, leading to a cost-efficient media buy.

Walgreens x Cooler Screens
The drugstore chain Walgreens partnered with the technology startup Cooler Screens to test a network of smart displays on its refrigerators and freezers throughout a Chicago-area store. This was developed in an effort to deliver targeted ads for specific types of shoppers.

To do so, the screen depicts drinks in the cooler in their best lighting and then transitions into a billboard as customers approach, serving ads based on their age, gender and the weather outside. All of this happens by using cameras and sensors embedded in the cooler's door, which guess each visitor's demographics.

Walgreens


Lead Image: David Gomes/Pexels

Today's leading retailers are taking the latest and previously online-only targeted advertisement into stores and other offline environments, thanks to AI-enabled recognition technologies. These advancements are allowing leaders like Pepsi and Walgreens to pinpoint and deliver the most relevant ads to specific consumers near a physical point-of-purchase, ultimately closing the digital-physical loop and providing the dynamic, tailored experiences consumers have come to expect.

Pepsi Pepsi's Netherlands branch modernized its Pepsi Challenge blind taste test campaign with a two-part, tech-forward update. The first part of the campaign involved blind taste tests stationed across the country, inviting tasters and using mobile beacon technology to create an ID for each user.